Localization

In ASO, localization means adapting your store listing for each language and country you target. Translation is only the start. A localized listing uses the keywords people in that market actually search, screenshots with captions in their language, local examples and currencies, and sometimes a different feature order, because priorities differ by market.

Both stores support localized metadata. On the App Store you can localize the name, subtitle, keyword field, description, promotional text, screenshots and previews. Some storefronts also index more than one localization. The best-known case, as of November 2026, is the United States App Store, which reads Spanish (Mexico) metadata as well as English (U.S.), and ASO teams use such pairings for extra keyword room. On Google Play you can add translated text and graphics for each language, and Google may offer machine translation where you have none, which rarely matches a proper localization.

Redo keyword research for each market. Direct translations of English keywords often miss the terms locals use, or land on words that mean something else.

Start with markets where you already see installs or revenue, localize the text and first screenshots, measure conversion and then expand. The localization for ASO guide walks through priorities market by market.